Faculty of Economics

ECTS Course Overview

International Marketing

* Exchange students do not have to consider this information when selecting suitable courses for an exchange stay.

Name of Lecturer(s)	Personal ID	Name
Course Unit Code	116-0517/03
Number of ECTS Credits Allocated	5 ECTS credits
Type of Course Unit *	Choice-compulsory
Level of Course Unit *	Second Cycle
Year of Study *
Semester when the Course Unit is delivered	Winter Semester
Mode of Delivery	Face-to-face
Language of Instruction	English
Prerequisites and Co-Requisites	Course succeeds to compulsory courses of previous semester
	SIW009	Ing. Markéta Zajarošová, Ph.D.
Summary
The course explain the importance of international marketing, its role in the global market, explain concepts and marketing tools toward individual territories and the global market, introduce the students to the specifics of the international environment, the determinants and risks of international business.
Learning Outcomes of the Course Unit
1. Formulate specifics of international marketing environment. 2. Categorize forms of entering to the international market. 3. Explain the principles of international marketing segmentation. 4. Assess marketing approaches to adapt the marketing mix for international market. 5. Assess options marketing activities organizing in relation to the international market.
Course Contents
1. The principles of international marketing and its specifics, definitions, motives of internationalization, stages of international business development. 2. The process of selecting a foreign market, the analytical level of decision making, evaluating market opportunities, screening process, market conditions and their evaluation, competitiveness, analysis of purchasing behavior, identifying similarities and differences. 3. International marketing environment, dimensions of international environment, main subjects of international relations, transnational corporations. 4. Economic environment and its main aspects, principles of economic environment, economic system and structure, criteria for analysis, determinants of economic environment. 5. Legal and political environment, legal aspects of entry, legal systems, legal environment analysis, political risk, political sovereignty, political system, government stability, domestication, expression, political risk and development analysis. 6. International cultural environment, cultural elements, influence of culture on consumer preferences, religion, language, symbols, culture measurement, examples of cultural customs of individual countries, social groups, lifestyle, Warner stratification. 7. Strategy of entering in the international market, strategic level of decision making, types of international strategies, examples from practice, forms of entry to international markets, classification of these forms, degree of risk and examples from practice. 8. Market research in international marketing, importance, evaluation study, research methodology, research holders, ethics of marketing research, application of research results, specifics and problems in research implementation. 9. International product strategy, analytical dimension of decision making, types of strategy and their choice, sources of innovation, new product introduction, brand management, global products. 10. Price in international marketing, indicators of price development, internal environment of the company, factors of sensitivity, management dimension, goals of pricing policy, determination of demand, decision-making dimensions and choice of pricing strategy. 11. International distribution channels, structure of international distribution channel, selection factors, types of participants, distribution strategies, development trends and examples from practice, logistic decision making and its content. 12. International communication process, restrictions in international environment, barriers, international communication mix and its elements, new trends in communication, online communication, strategy creation. 13. International marketing in services, international trade, services, global media, transport, accommodation and professional services, the problem of customization and globalization in services. 14. Managing level of decision making in international marketing, organizational structure formation, external and internal factors, organization, marketing plan and control.
Recommended or Required Reading
Required Reading:
CZINKOTA, Michael R. and Ilkka A. RONKAINEN. International Marketing. 10th ed. Boston: Cengage Learning, 2013. 720 p. ISBN 978-1-133-62751-7. GILLESPIE, Kate and H. David HENNESSEY. Global Marketing. 4th ed. New York: Routledge, 2016. 559 p. ISBN 978-0-7656-4295. KEEGAN, Warren J. and Mark C. GREEN. Global Marketing. 9th ed. New York: Pearson Education Limited, 2016. 624 p. ISBN 978-0134129945.
CZINKOTA, Michael R. and Ilkka A. RONKAINEN. International Marketing. 10th ed. Boston: Cengage Learning, 2013. 720 p. ISBN 978-1-133-62751-7. GILLESPIE, Kate and H. David HENNESSEY. Global Marketing. 4th ed. New York: Routledge, 2016. 559 p. ISBN 978-0-7656-4295. KEEGAN, Warren J. and Mark C. GREEN. Global Marketing. 9th ed. New York: Pearson Education Limited, 2016. 624 p. ISBN 978-0134129945.
Recommended Reading:
HILL, Charles W. L. and G. Tomas M. HULT. International Business: Competing in the Global Marketplace. 11th ed. New York: McGraw-Hill Education, 2016. 704 p. ISBN 978-1259578113. O'GUINN, Thomas et al. Advertising and Integrated Brand Promotion. 7th ed. Stamford: Cengage Learning, 2014. 432 p. ISBN 978-1285187815. USUNIER, Jean-Claude and Julie Anne LEE. Marketing Across Cultures. 6th ed. Harlow: Pearson Education Limited, 2013. 496 p. ISBN 978-0273757733.
HILL, Charles W. L. and G. Tomas M. HULT. International Business: Competing in the Global Marketplace. 11th ed. New York: McGraw-Hill Education, 2016. 704 p. ISBN 978-1259578113. O'GUINN, Thomas et al. Advertising and Integrated Brand Promotion. 7th ed. Stamford: Cengage Learning, 2014. 432 p. ISBN 978-1285187815. USUNIER, Jean-Claude and Julie Anne LEE. Marketing Across Cultures. 6th ed. Harlow: Pearson Education Limited, 2013. 496 p. ISBN 978-0273757733.
Planned learning activities and teaching methods
Lectures, Tutorials
Assesment methods and criteria
Tasks are not Defined